Heineken Pulls ‘Lighter Is Better’ Ad After Outcry Over Racism

This week, Mr. Heineken launched a commercial advertisement of a light beer titled "light, better, better", one of which was criticized as a racist

Beer brewers have become the newest company facing marketing criticism and seem to be supporting the preference of fair skin tone, responding to the Monday controversy

Heineken America says as follows.

In advertisement, a cautious bartender found a female customer in the distance and disappointed and staring at the glass. Soon he opened the beer bottle and slid it into the bar

In a multifaceted journey, the bottle slid over the two black women and one black man and stopped on the glass. The phrase "sometimes the lighter is better" flashes on the screen before the woman of light skin checks the bottle.

This ad is part of a series of advertisements circulated on several markets including the United States, Australia and New Zealand, published on TV and online in early March. Heineken decided to abandon commercial ads on Monday

Opportunities of musicians of the day before Opportunities Rapper caused the majority of criticisms in a series of tweets, advertising said "very racist."

"I think there are companies that deliberately racist advertisements so that they can get more ideas," he said on Twitter.

Heineken is the latest condemnation as it may promote fair skin color whiteness. Last fall, Dove and Nivea of ​​skin care companies showed a similar recovery. Whitening products are still popular all over the world

This kind of controversy spreads rapidly, and we can prove that it is difficult for companies to settle down. In January this year in January less than a week, the picture showed a black child forming a hooded sweatshirt called "the coolest monkey in the jungle". Several stores in South Africa

In that statement, Heineken boasted of a long-term "positive record" to promote unity through its marketing. Last year, a long advertisement "Worlds Apart" was widely admired, where a pair of strangers did not agree, they made furniture and did not consent while drinking beer.

A few weeks ago, the beer brand Heineken was censored with racist advertisements of its new low calorie Heineken light beer, claiming that beer in the ad slipped through the skin. Black people stop at people with thin skin and have a slogan "to be sometimes brighter and better" that attacks and racial discrimination are mixed. Although I discuss the problem many times, since the actual problem is "the brighter" regardless of the actor, such advertisement will cause a trouble even if all the actors are the same skin color Noticed. I am concerned about the controversy over words, explanations, or relationships between people considered different (men or women, Spaniards and blacks, white and Asians, black Americans and Africans, your Name) The future is considered to be all kinds of cooperation between various people and groups

The Dutch beer company Heineken recently strongly opposed its "lighter better" advertisement, when a slender Latin American bartender slipped beer from three black blacks to Europeans Asian women, By sharing winks before the slogan appeared, sometimes it became lighter and lighter. As a mixed race, this ad may be similar to the way advertising of exotic but safe skin ladies advertise. This ad has a well-known resonance, I spent half of my life in the white environment of Denmark, but the ambiguous racial appearance that white people use is a symbol of conformity and non-threat It is often seen. I am a colored person but I also embody white that can make me a safe mediator to ease racial tension and white guilt